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ARTICLE · 16 JULY 2024

Playing By The Rules: Ambush Marketing And Major Sporting Events

Gowling WLG
Gowling WLG
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This summer, the world of sport will captivate fans worldwide. From the thrill of cheering on national teams in the Euro, to witnessing Olympic dreams unfold...

CanadaMedia, Telecoms, IT, Entertainment
Melissa Tehrani
Melissa Tehrani
Christopher Oates
Christopher Oates
Lisa Peeling
Lisa Peeling
Julia Kappler
Julia Kappler
Victorine Bonsange-Basia
Victorine Bonsange-Basia
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Going for (marketing) gold: Advertising law in the summer of sport (Part 1)

This summer, the world of sport will captivate fans worldwide. From the thrill of cheering on national teams in the Euro, to witnessing Olympic dreams unfold, and following the grueling stages of the Tour de France, athletes will inspire audiences across the globe with their feats of skill and endurance. Yet behind the roar of the crowds lies a significant business opportunity: the vast audiences drawn to these events present lucrative possibilities for advertisers. In this 'Going for (Marketing) Gold' series, we'll delve into essential considerations and legal nuances for businesses looking to advertise to the audiences of global spectacles while navigating the complex landscape of advertising law over the next month.

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